0
Look at me.

Who am I?
What do you see?
What do you call
a strategy based
on age
demographics?
A Horoscope!
The smart people use horoscopes
• Strauss and Howe
– Theory: cyclical nature of
generations (“turnings”)

• 4 generation c...
“High” -- Silent Generation
•
•
•
•

Trust in institutions
Married young
Bowling leagues
Community -conformity
Awakening” -- Boomers
•
•
•
•

Autonomy
Activism
Rebellion
Hedonistic
“Unravelling” -- Generation X
•
•
•
•

Distrust
Anomie
Individualism
No consensus
“Crisis” -- Generation Y
•
•
•
•

Rebuilding
Heroic, optimistic
Confident
Rediscover national
identity
Yes, we have generations, but are we so predictable?
“Well, I am
uncomfortable with
the new technologies.
That’s for the younger
people.”

Causation dilemma?

“When did I
disa...
Labels cause
boundaries

source: Matt Bors
A new species?

“Village Of The Damned” 1960
Seriously?
Do surveys reflect what’s really
going on?
People have
always been
“Millennial”

source: Matt Bors
FIFTY CENTS

Rexall magazine rack
Lawrence, Indiana
1971

JULY 18, 1971

Here They
Come,
Confident
and
Educated
Will the T...
Maybe “who we are” is “when in life we are?”
But, the generations have different
perspectives. That means we’re
different.

Right?
Percent saying each change has been for the
better

18-29

30-49

50-64

65+

%

%

%

%

Green Products

77

73

70

45

...
Percent saying each change has been for the
better

18-29

30-49

50-64

65+

%

%

%

%

Cell phones

71

79

65

56

Int...
Millennial Schmillennial!
Use empathy, not horoscopes
OR ELSE!
Millennial Schmillennial
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Millennial Schmillennial

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Is Generation Y innately different? Do they expect different treatment in the enterprise? Is there such a thing as Millennial?

This presentation says "maybe not." "Who you are" is really "when you are."

Published in: Business, Technology
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Notes
  • Thank you, Alan. I like the idea of segmenting people by ability, not by age. It's more empathetic and strategies based upon that will attain a higher improbability of success. Really like 'Voyeur.'

    Identity-based thinking encourages stereotypes. Collaboration is people-based at the core. See the person and you can see what they have to share. 'Millennial' is worse than a filter; it's a blinder.
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  • John, I really like this deck! It's very similar to my report It’s Time To Put The Millennial Argument To Bed http://www.alanlepofsky.net/alepofsky/alanblog.nsf/dx/its-time-to-put-the-millennial-argument-to-bed?opendocument&comments . Glad to see others thinking along these lines. Segmentation should be done by #DigitalProficiency, not age!
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Transcript of "Millennial Schmillennial"

  1. 1. Look at me. Who am I? What do you see?
  2. 2. What do you call a strategy based on age demographics?
  3. 3. A Horoscope!
  4. 4. The smart people use horoscopes • Strauss and Howe – Theory: cyclical nature of generations (“turnings”) • 4 generation cycle – – – – – “High” “Awakening” “Unraveling” “Crisis” 22 years each “pioneers in a burgeoning industry of consultants, speakers and researchers”
  5. 5. “High” -- Silent Generation • • • • Trust in institutions Married young Bowling leagues Community -conformity
  6. 6. Awakening” -- Boomers • • • • Autonomy Activism Rebellion Hedonistic
  7. 7. “Unravelling” -- Generation X • • • • Distrust Anomie Individualism No consensus
  8. 8. “Crisis” -- Generation Y • • • • Rebuilding Heroic, optimistic Confident Rediscover national identity
  9. 9. Yes, we have generations, but are we so predictable?
  10. 10. “Well, I am uncomfortable with the new technologies. That’s for the younger people.” Causation dilemma? “When did I disappear? I’m still here.” “Career hopper? Are they expecting me to leave?”
  11. 11. Labels cause boundaries source: Matt Bors
  12. 12. A new species? “Village Of The Damned” 1960
  13. 13. Seriously?
  14. 14. Do surveys reflect what’s really going on?
  15. 15. People have always been “Millennial” source: Matt Bors
  16. 16. FIFTY CENTS Rexall magazine rack Lawrence, Indiana 1971 JULY 18, 1971 Here They Come, Confident and Educated Will the TV Generation Fit In The Workforce?
  17. 17. Maybe “who we are” is “when in life we are?”
  18. 18. But, the generations have different perspectives. That means we’re different. Right?
  19. 19. Percent saying each change has been for the better 18-29 30-49 50-64 65+ % % % % Green Products 77 73 70 45 Racial and ethnic diversity 67 65 58 49 More news and entertainment choices 59 64 48 41 Genetic testing 60 51 56 44 Acceptance of homosexuals 44 45 37 21 Cable news talk shows 26 35 34 22 More people buying stocks 32 32 37 22 Reality TV 7 10 7 8 Tattoos 15 6 3 4 “Millennials’ Judgments About Recent Trends Not So Different” Pew Research Center, 2010
  20. 20. Percent saying each change has been for the better 18-29 30-49 50-64 65+ % % % % Cell phones 71 79 65 56 Internet 76 70 66 42 Email 69 74 65 45 Smartphones 72 62 51 33 Online Shopping 55 65 49 39 Cable news talk shows 26 35 34 22 Social media 45 45 25 21 “Millennials’ Judgments About Recent Trends Not So Different” Pew Research Center, 2010
  21. 21. Millennial Schmillennial!
  22. 22. Use empathy, not horoscopes
  23. 23. OR ELSE!
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